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The AdWords API allows apps to interact directly with the Google Ads
platform, vastly increasing the efficiency of
managing large or complex Google Ads accounts and campaigns. Some typical use
cases include:

Automated account management

Custom reporting

Ad management based on inventory

Manage Smart Bidding strategies

With the AdWords API you can build software that manages accounts from the
customer level down to the keyword level. The API can do almost everything
the Google Ads UI does, but programmatically.

Types of companies that have benefited from the AdWords API include:

Ad agencies

Search Engine Marketing (SEM) companies

Big brands managing a large number of accounts, with needs beyond what's
possible within the Google Ads UI.

The AdWords API relies on SOAP and
WSDL technologies to offer its services.
To help you get started, we offer
client libraries in Java, .NET, Python,
PHP, Perl, and Ruby.

Is the AdWords API right for you?

The AdWords API is very powerful, but it's a serious commitment. Several versions
are released, deprecated, and sunset each year. Make sure you have the engineering
resources to deal with this, and that you have a business need that's not met by
other Google Ads tools. Here are some general guidelines: